Take a look at our Analytics and Conversions Manager, Michael Hope's, slides on improving conversion rates to aid PPC campaign performance taken from our recent PPC Best Practice in 2014 and Beyond conference.
18. Refractiv
Persuasive benefit and USP
driven content.
Current clients and testimonials
provide trust and credibility.
Google reseller status provides
credibility.
Conversion rate is more important than it appears on the surface, once you increase the conversion rate, you are able to bid more, you then receive more traffic, with the higher conversion rate you get more conversions from that traffic.
Value Per Visitor = CR * Value/Conv
Break Even if VPV = CPC
Higher CR Higher CPC (Can be difference between P1-3 and P6-8 etc)
Increase Your CR = Lower CR of Competition (i.e. They only buy from one site) – Their break even CPC is lower.
Talk around example of a poor loosely related white paper, that offers little value and doesn’t cater for people at different stages of the buying cycle.